This article was written by WeddingWire Education Guru Alan Berg, CSP. Alan has over 20 years experience in wedding related sales and marketing, and is an author, business consultant, a member of the National Speakers Association, and the wedding & event industry’s only Certified Speaking Professional®. Learn more at alanberg.com.
As we head into the busy wedding season, your wedding business’ website may not be your top priority. However, every day that someone visits your current site and doesn’t take the action you want, it costs you money! Whether you’re making a new website or looking to improve the one you have, now is always the best time to make improvements.
Here are four easy ways to fix your website now (the low hanging fruit):
- Put text calls to action in multiple places on every page. This is the simplest fix for most of the websites I review. Graphical elements may take some time, however almost all of you can make text changes yourselves or have them made easily by your webmaster. Go to every page on your site and look for the places where you tell them something about what you’re going to do for them. Follow every instance with text that tells them how to get that result. Then include a link to your email and/or your contact page and phone number. Be sure to explain why they should be contacting you to make each call to action compelling.
- Link the photos on your homepage to relevant pages on your site. Visitors to your website are attracted to colorful and moving objects, so use those objects to lead them to the content they want to see. Don’t just add links to the photos; make it clear where they’re linking to by putting text on the image if you can, or by editing the image to put the text right on it if you have access to photo-editing software.
- Shorten your contact form. The more fields you have on your form, the fewer the people who will fill it out. Only ask what you need to start the conversation. If you’re not going to physically mail them anything yet, you don’t need their full address. You don’t need the start time of the event yet, either. You’ll get that information as you have a conversation with them via email and in person. If you ask them everything on the form, the only thing left to discuss during the appointment is price! Leave some information to be discussed during the appointment to ease into any price conversations.
- Put captions on your photos. Google can’t read the photos, so caption your photos with a quick description. I know, some of you are thinking that for SEO you can put the text into the code behind the photos, and you’re right. But if you write the text for the people who are visiting your site, you’ll have better results. Google wants real, conversational text. Most website platforms have a “caption” field for the photos, so check your settings.
The best thing you can do to keep your website fresh? Take time to read the text on your site and keep it up to date. If the last time you read it was when it went live for the first time, it’s already out of date, you’ll find typos and it can always be improved.